BY MARK A. LARSON
A second annual survey of stores in Minnesota shows that Topps still holds a commanding lead over its rivals in the all-important retail baseball card market. The survey, which was conducted between March 15-May 10, included 75 randomly-chosen stores in the Twin Cities and Rochester areas. The purpose was to determine the availability of 1985 baseball cards at drug stores and convenience stores. And if they did have them, which company’s cards were being carried?
Over a dozen different types of stores were included in the survey over a wide geographical area. Here are this year’s results:
• 71 percent of the stores surveyed carried at least one company’s 1985 regular cards.
• Of those retail outlets that had cards, 83 percent carried Topps; 36 carried Fleer; and 13 percent carried Donruss.
1985 Wax Boxes from the three major card companies: Donruss, Fleer and Topps
• Of those that had cards, 55 percent carried Topps only; 11 percent carried Fleer only; and 4 percent carried Donruss only. In other words, of the stores that had only one company’s cards, 78 percent of the time it was Topps; 16 percent of the time it was Fleer; and 5 percent of the time it was Donruss.
• Of the retailers that carried cards, 30 percent carried more than one company’s cards – 21 percent carried both Topps and Fleer; 6 carried both Topps and Donruss; 2 percent carried both Fleer and Donruss; and 2 percent carried all three companies’ cards.
• Many stores also carried Topps and Fleer stickers and a few carried 1985 cello packs and rack-packs. The price on regular wax packs varied from 35¢ to 45¢ apiece.
Perhaps the most surprising thing to come out of this year’s survey is that little has changed from last year. In the 1984 survey, 56 stores in the Twin Cities area were included. About half of those same stores were again surveyed this year (the other half being new, different stores). However, all of the percentages quoted in this article are only slightly different from last year.
• For instance, this year 83 percent of the retailers that had cards carried Topps. In 1984, the figure was only 1 percent lower. This year, 55 percent that had cards on their shelves carried only Topps – last year 49 percent did. Etc. Etc.
As in 1984, it is clear that Topps truly dominates the market. Fleer showed a slight decline from last year, while Donruss was available in a few more stores this year. The speculation earlier this year was that Donruss wax packs were going to be scarce, but they are out there in the retail market (although you have to look for them). All in all, it shouldn’t be surprising if youngsters still develop a “brand loyalty” to Topps, because for most kids, Topps is the brand of baseball cards they see most.
• • • • • •
• Originally Published in May 1985 “Twin Times” •
THIS ARTICLE FROM THE “TWIN TIMES” NEWSLETTER – OFFICIAL PUBLICATION OF THE TWIN CITIES SPORTS COLLECTORS CLUB – IS REPRINTED WITH THE PERMISSION OF THE AUTHOR. IT HAS BEEN RETYPED, BUT NO CONTENT HAS BEEN CHANGED (EXCEPT FOR VERY MINOR ADJUSTMENTS, CORRECTIONS TO ANY TYPOGRAPHICAL ERRORS AND THE ADDITION OF GRAPHICS). COMMENTS OR INFORMATION IN THE ARTICLE MAY BE OUT-OF-DATE.
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